Naturally healthy beverages were already in strong demand prior to the COVID-19 pandemic, given the growing trends towards health and wellness across the globe. The health crisis led to accelerated growth in 2020 as more Irish consumers sought to improve their diets and lifestyles in order to provide some additional level of protection against the virus.
Only supermarkets and discounters remained open for the duration of lockdown in Ireland, with the majority of other channels completely closed from 17 March to late June. This clearly benefited both channels, which recorded massive increases in their shares of naturally healthy beverages in 2020.
NH natural mineral water can perhaps be considered as one of the most natural and healthy of beverages. More consumers opted for these products during the pandemic for their natural mineral content, whilst some also chose NH carbonated natural mineral bottled water as a healthier alternative to carbonates which offers a similar sensation but without the added colourings and sweeteners or sugar.
Naturally healthy beverages is set to continue to record strong and steady constant 2020 retail value growth over the forecast period, with all products remaining popular in Ireland. NH tea and other hot drinks are likely to continue to outperform despite higher prices as more consumers value the health benefits and low sugar content of these drinks.
Private label performed well in naturally healthy beverages in 2020 as some consumers sought value prices given the severe financial impacts of the lockdown periods. Aldi, Tesco Ireland and Lidl Ireland all introduced NH superfruit juice and nectars over the latter part of the review period at competitive price points relative to the leading brands.
E-commerce held a weak position within naturally healthy beverages and actually lost some share in 2020 as most consumers simply added these products to their weekly shops in supermarkets or discounters. Although younger, tech-savvy consumers may increasingly turn to e-commerce going forward, supermarkets and discounters will continue to benefit as these products become more mainstream.
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Naturally Healthy Beverages
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Beverages research and analysis database.
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